Abstract
With increasing offshore manufacturing facilities, consumers have accepted the fact that brand name products are seldom made in the brand country. The well-established concept of country of origin of manufacture is slowly eroding in significance. As such, the construct of country of origin of brand (COB) is perceived to be a more appropriate evaluation tool for quality and image of hybrid products (Phau and Prendergast, 1998a).
This paper extends this notion by highlighting its saliency and relevance to Asia. The dominance of conspicuous consumption may be driven by Confucian influences, Hofstede's dimension of collectivism and the economic development of the region. The overt culture accentuates 5 traits: (1) brand identity (2) self-concept manifestation (3) status symbol (4) brand personality (5) country signifiers.
Conceptually, we will show that these issues vindicate the appropriateness and significance of the construct of COB. Further research directions are developed to build on these leads.
Original language | English |
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Title of host publication | Proceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference |
Subtitle of host publication | Proceedings of the Academy of Marketing Science |
Editors | Charles H. Noble |
Publisher | Springer Cham |
Pages | 328 |
Number of pages | 1 |
Edition | 1st |
ISBN (Electronic) | 9783319130781 |
ISBN (Print) | 9783319130774, 9783319366814 |
DOIs | |
Publication status | Published - 2 Feb 2015 |
Event | 1999 Academy of Marketing Science (AMS) Annual Conference - Coral Gables, United States Duration: 26 May 1999 → 29 May 1999 |
Publication series
Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
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ISSN (Print) | 2363-6165 |
ISSN (Electronic) | 2363-6173 |
Conference
Conference | 1999 Academy of Marketing Science (AMS) Annual Conference |
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Country/Territory | United States |
City | Coral Gables |
Period | 26/05/99 → 29/05/99 |
Scopus Subject Areas
- Marketing
- Strategy and Management